LadysmithDowntownBusinessAssocia4onPresenta4on

WHOWEARE:o  WearetheofficialDESTINATIONMARKETINGORGANIZATIONfortheCowichanregion.

OurmandateistodeliverdesEnaEonmarkeEngservicesforCowichaninourprimarymarketsofVictoriaandVancouverIsland,theLowermainland,WashingtonStateandAlberta.

o  Weareanonforprofitstakeholderleadsociety.Ourstakeholdersaretourismbusinesses,

organizaEonsandindividualswithinthetourismindustry.Thereisnomembershipfeetojoin.MembersareabletoleveragetheirownmarkeEngbudgetswithusinordertoincreaseandimprovetheirpresenceinthetourismmarket.

o  TheSocietyisleadbyaBoardofDirectors,whichcurrentlyconsistsof10memberswithintheTourismindustry(2posiEonsarecurrentlyvacant).

o  Ourprimarygoalistobuildtourismcampaignsthatbenefitallourlocalbusinesses.o  WearefundedbyDesEnaEonBC,theCVRDandwillreceiveaddiEonalfundsthroughthe

MRDT,whichwillbeimplementedJuly,2017.

DESTINATIONMARKETING101:

Des4na4onMarke4ng:ADesEnaEonMarkeEngOrganizaEon(DMOs)ischargedwithrepresenEngaspecificdesEnaEonandhelpingthelong-termdevelopmentofcommuniEesthroughatravelandtourismmarkeEngstrategyInboundMarke4ng:TheprocessofaYracEngaYenEonsofprospects,viacontentcreaEon,beforetheyareevenreadytobuy;it’oneofthebestandmostcost-effecEvewaystoconvertstrangerstocustomersandpromotersofyourbusiness

OBJECTIVES:

o  Increaserevenueforourstakeholdersbywayofincreasingvisitors’staysanddailyexpenditures

o  IncreaseawarenessinkeymarketstobeYercommunicatethebreadthanddesirabilityofCowichan’sacEviEesexperiencesandaYracEons

o  IncreaseCowichansnetpromotorscore

o  ConEnuetoalignwiththeDesEnaEonBC’sbrand

o  CreateauniqueandidenEfiablebrandthatresonatesandcanbebuiltuponformanyyearstocome;werecognizethatourbrandwillulEmatelyhelptoaYractnewresidentsandbusinessestotheregion

TARGETMARKETS:Primary:o  ResidentsofVancouverIsland,parEcularlythemetropolitanareaofGreaterVictoria,whichhasa

populaEonofover300,000.o  LowerMainland(2.5millionpeople).o  TravellersalreadyonVancouverIsland.o  WashingtonState,withparEcularemphasisonSeaYle,thefastestgrowingbigcityintheU.S.(3.6

million).TheanEcipatedconEnuaEonofasocCanadiandollarwillmakelocaltravelmoreappealingtoAmericans.

Secondary:o  BriEshColumbiao  Alberta

BCFerrie

sPosters

OntheTsawwassen-SwartzBayRoute

•  CurrentlylocatedonthenorthandsouthentrancestotheregionandthePatBayHighway

•  DigiEalandbillboardswillbegoingupattheendofthemonthonHighway17(TsawwassentoBCFerries)Highway99,bytheCanadian/BlaineborderandboththeVictoriaandNanaimoairportcarouselareas

•  Newlydesigned48pagemagazinestyleVisitorInformaEonGuide

•  45,000copiesprinted•  DistributedthroughBCFerries,Islandand

MainlandVisitorinformaEonCentres•  ExpandeddistribuEonwithintheVictoria

Market-includingover50hotelsandaYracEons

•  Tobedistributedateventsandtradeshows•  Mailedouttoqualifiedtravellersonrequest•  Flipbooke-versionwillbeavailableonthe

newwebsite

Web

site

•  OfficiallylaunchedattheendofJanuary•  PromoEngtourismstakeholdersinseveralcategories•  Featuringanimprovedeventcalendartopromotelocal

events/fesEvals•  BlogsecEon:updatedregularlywithCowichancontent

andvideo•  OnlineVacaEonGuide,orderformandVisitorServices

info•  ExtensiveSEOtodrivetraffictowebsite

Howtogetthemostoutofourwebsite:

•  EnsureyouareaTCSstakeholdertoreceiveacomplimentarystandardlisEng

•  PurchaseapremiumlisEngforopEmalplacementandpromoEon.$400annuallyorpro-rated(worksouttoabout$30/month)!

•  SubmitanyeventsthroughourEventpagetobelistedonthewebsite,aswellaspotenEallybehighlightedonsocialmediaandourtouristfacingnewsleYer

•  Helpsharecontentthroughyoursocialmediachannels•  VoteandencourageyourgueststovoteonCowichansTopTen•  PurchaseanadinourannualVisitorGuide,tobefeaturedintheonline

copyoftheguide.

SocialM

edia

•  Workingtoincreasefollowingthroughinterac4vecontent,contestsandcampaignsandleveragingtaggedposts

•  WorkingwithTourismVictoriaandTourismVancouverIslandtopromotecontent

•  Engaginglocalbusinesses,groupsandresidents

•  Marke4ngthroughsponsoredpostsandAd’s

SocialM

edia

Howto

interactwith

us

•  Likeandfollowourpages!

•  Tagusinyourposts!Use#explorecowichan

•  Shareourcontent(blogs,videos,posts,photos)onyourpages

•  Sendusyoureventsorothernewsworthycontentandwewouldbehappytohelppromote

Even

ts&FesEvals

Cowichanhostsover60eventsandfes4valseachyear!

•  ImprovedEventCalendarat

tourismcowichan.com•  TheSavourCowichaneventwill

conEnueasasignatureCowichaneventthatunifiestheregionandbrandsusalltogether

•  LaunchinginJune,2017

•  WillprovideassistancetoshoulderseasoneventsandfesEvalsthatalignwithourbrandandhelppromotetheCowichanregionasatouristdesEnaEon.

•  OffersqualifiedEventOrganizerstoapplyformarkeEngsupporttofurtherenhancethepromoEonofthereeventinnearbytargetmarkets

•  TourismCowichanwillalignyoureventwithourstrong,widelyrecognizablebrandandprovideevent-specificmarkeEngmaterialstoenhancereach.

WillberolledouttoStakeholderssoon!

Sampleonly

Stakeh

olde

rBen

efits

•  ComplimentarystandardlisEngonnewwebsite•  OpportunitytoparEcipateinTourismCowichansco-operaEve

markeEngprograms•  EligibleforincreasedpromoEonthroughtraveltrade•  EligibletoparEcipateinpartnerprogramswithRDMO’s•  SpecialratesandconsideraEonsforadverEsingandpromoEon

(contentcreaEon,VisitorsGuide)•  AccesstoTourismCowichanMarkeEngtoolkit•  EligibleforcomplimentarypromoEonviawebsite,content,social

mediaandtourismfacinge-newsleYer•  AcEvestakeholdersareeligibleforBoardposiEons,commiYee

posiEonsandcanvoteatanyregular,annualorspecialgeneralmeeEng

StakeholdersignupisFREEandwillprovideyourbusinesswithawiderangeofbenefits!